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There is no such thing as a doubt that TikTok has advanced past the newcomer utility that manufacturers initially dismissed. TikTok has come a great distance since its early 2020, deep-in-a-pandemic-lockdown days. Certainly, the platform began as an app for dancing youngsters, lipsyncs and pure leisure — and that is the principle purpose many manufacturers initially approached it with a wholesome dose of skepticism.
However instances have modified, the platform has advanced, and brands are studying to take a look at the platform in a brand new gentle.
The TikTok you see at present is, in some ways, the identical but very completely different. The platform has turn out to be a channel of business opportunity for manufacturers and a private model progress lever for a lot of creators.
You have in all probability seen the identical stats about TikTok's explosive progress and accelerated trajectory in comparison with its counterpart social platforms. Whereas the one billion-plus month-to-month energetic customers on TikTok alone are sufficient purpose to think about this platform, a number of distinctive elements will make your funding in TikTok much more worthwhile.
Associated: How to Use TikTok to Promote Your Business
1. TikTok has turn out to be a serious cultural — and equalizing — power.
What units TikTok aside from different platforms is that it has turn out to be the speedy hometown for numerous cultural moments, actions and conversations. From the corn song to Harry Types to "quiet quitting," cultural conversations and traits are born on TikTok, are adopted by area of interest communities and unfold by way of a ripple impact throughout different platforms and even conventional information and media.
For manufacturers, this implies retaining an in depth eye (and ear, in fact) on what's prime of thoughts for his or her communities. Past being a social listening software, TikTok additionally permits manufacturers to affix the dialog and hop on the traits and moments that unfold on the platform, rising their relevance and timeliness.
Constructing on the thought of cultural actions, TikTok's equalizing power reveals how a few of the most profitable manufacturers on TikTok may seamlessly be a part of conversations with different customers as equal members. One other manner of describing TikTok's impact on manufacturers is "humanizing," — which means that manufacturers succeed by showcasing a human, imperfect, sincere character on this platform. Whether or not that is by way of a mascot, talking merchandise, or the staff behind the digicam — a participant's mindset is a completely new method that manufacturers have to embrace to succeed on TikTok.
Associated: 6 Strategies to Stand Out as a Brand on TikTok
2. TikTok has emerged as a robust competitor to Google in search.
Though TikTok is inherently an leisure platform, it has grown to turn out to be a go-to search engine for customers looking for community-verified solutions. That is very true for the youthful demographic, who place worth in search outcomes based mostly on genuine content material validated by area of interest communities as useful quite than engineered with advert spend to rank.
Over 40% of Gen Z customers prefer TikTok and Instagram over Google search. That is very a lot in keeping with the most important shifts we mentioned about at present's customers emphasizing authenticity within the content material they eat in addition to the platforms they eat the content material on.
3. TikTok favors sturdy storytelling, authentic content material, and longer-form movies.
The content material taking up the app now leverages sturdy storytelling, genuine conversations, worth sharing and a wholesome dose of enthusiasm and keenness for the mentioned area of interest subject. The brand new age of manufacturers and creators has constructed communities round sincere conversations, on their enthusiasm for the area of interest subjects they talk about of their movies, and serialized content material that makes them instantly recognizable.
If initially, 15-second clips and purely trending content material made up the majority of TikTok's content material, the platform has pushed in the direction of providing longer movies of as much as 3 and now even ten minutes. This alteration has occurred in gentle of the rise in time customers spend on the app consuming content material (at the moment at 95 minutes a day — that is over 1 hour!). This marks a change in how creators and types use TikTok for his or her content material, which has turn out to be more and more extra conversational, storytelling-focused, academic, and entertaining.
4. TikTok is rising as a robust different paid media channel post-iOS 14.
Everyone knows in regards to the hit the standard promoting panorama took after the iOS 14+ updates had been carried out. The promoting platforms as soon as often known as the go-to paid channels — Facebook and Instagram — suffered from the privateness coverage adjustments, resulting in a drop in knowledge accuracy and monitoring.
Whereas all advert channels are impacted by the iOS 14 updates, manufacturers are transferring in the direction of diversifying their channel mix so as to not put all eggs in a single (two) basket(s) (learn: Google or Fb). On this local weather, TikTok has emerged as one of many strongest contenders for a lot of manufacturers' budgets, particularly as a top-of-funnel consciousness and visitors driver.
As I've mentioned above, the inventive on TikTok is in contrast to some other platform — it is pushed by authenticity, a uncooked aesthetic, and an entire negation of the promotional really feel that different advert codecs throughout different channels share. In different phrases, adverts should not like adverts on TikTok — they mirror natural, user-generated content material to cease the scroll and get the viewers to concentrate. And subsequent? They go to your web site, so that you seize, retarget and convert them into loyal prospects.
5. TikTok can turn out to be a flywheel of content material you may repurpose throughout a number of different channels.
Final however definitely not least, short-form video is short-form video — and it is the main content material format on TikTok and past. When contemplating Instagram's (and now additionally Fb's) Reels, YouTube's Shorts, Pinterest's push into movies, Snapchat's Highlight and extra, there may be greater than sufficient proof that unpolished, natural, UGC-style movies are the highest-performing format proper now.
Mixed with the truth that most modern cultural conversations are beginning on TikTok, it permits manufacturers to create a vault of movies which are on pattern, in tune with tradition, and that may be repurposed throughout different platforms (paid and natural) for testing functions.